A Christmas Lesson for Channel Marketers

I loved this story. Take a look at this must-watch holiday video about gift-giving that Westjet put together. They absolutely earn loyal customers for life.

When Santa asked people what they wanted for Christmas, what did they say? Big-screen TVs, cameras, toys, underwear!

Why didn’t they say cash? Because when Santa asks, it’s magic, and if there is magic involved, why not ask for something you normally couldn’t afford or wouldn’t splurge on? You’re not spending your own family’s money—apparently this is goodwill currency & equity you’ve built up all year from being “good”. You and your family have earned it. Live it up!

Can you imagine Santa giving out cash? Where is the joy, the fun in that? What type of experience would the receiver of the cash have had while everyone else was opening their gifts?

The other element of this successful incentive promotion is the gift were unexpected. Many channel incentive program become entitlement programs. How can you keep the element of surprise to maximize appreciation?

When rewarding your channel partners for being “good” all year, make sure you don’t flop by giving them cash. Give them something that builds loyalty and goodwill toward your brand.